Altercasting

Description

Altercasting is a method of persuasion where a person is cast into another
(alter) role where it is easier to persuade them or where they naturally act in
desired ways.

There are two main types of altercasting:

Manded altercasting creates a new role and allocates the person
to that role. This typically attributes skills or personality
characteristics that the person would easily and naturally use when
complying with the request.

Tact altercasting is acting in ways that push the person into
accepting a particular role, such as parent or subordinate.

Processes that may be used in altercasting (in either type) include:

Structural distance: How close the alter role is to their normal
position. If it is close, then they will more easily be altercasted in the
role.

Evaluative distance: How superior the alter role is. Being
offered a high status position means it is more likely to be accepted.

Emotional distance: The emotional connection between the alter
role and the normal person. Altercasting will be more effective when there
is alignment of feelings, needs and interests.

Support vs. support-seeking: Whether the alter person requires
help (such as being in a child position) or is expected to offer help (such
as being in a parent position).

Interdependence vs autonomy: The extent to which the other person
is connected to the persuader by elements such as similar viewpoint, shared
fate or common interests.

Degree of freedom allowed: The amount of freedom the other person
has to choose their actions, for example whether they are directed or asked.

Example

You're a good carpenter. Can you make me a window?

You look like a kind person. Can you sign our petition
against animal cruelty?

Right. You make the coffee and I'll see who'll be there.

Ow, it hurts! Look, I'm bleeding.

Discussion

Altercasting makes use of
social role theory,
whereby we tend to conform to social expectations, including taking different
roles that are placed upon us. This is very similar to
Althusser'sinterpellation,
where much social interaction involves calling one another into roles. There is
also a pattern whereby we tend to see ourselves through the eyes of others, such
as in the
looking-glass self, then act in alignment with this view. This again
reflects our desire to be like other people or to conform to their expectations
of us, so that we can belong
to their social group and gain
esteem and consequent
status.

Advertisements often use this principle of showing you how you should act,
either by directly addressing you or creating sympathetic characters with whom
you empathize. In this way you are drawn into desired ways of acting, which of
course involves buying and using the advertised products.